Arbitrary coherence is a marketing technique used by some retailers. What happens is when people are faced with a product line they don't know will often select an arbitrary price to determine its value. A typical example is in gifts who knows what the price is of a gift item?
Now imagine in the shop there are two similar items:
1) $15 item
2) $20 item
Now you add a third item
3) $50 item
Studies show that by having the $50 item on display, sales go up as people buy more $15 and $20 items because the cost seems reasonable compared to the $50. This is true even if no $50 item is sold.
Works well even if the product is not in the shop for example when doing special orders. Start with the $50, then quickly mention the cheaper ones.
Check out the video below if you want to think more about it and its business use.
